Dynamic

Presentations
Mark Powell

Cambridge Business Skills

 Contents

Preparing to present 4
1 Opening and closing 6
2 Smooth structure 10
3 Voice power 14
4 Visual aids 18
5 Facts and figures 22
6 Body language 26
7 Rapport building 30
8 Impact techniques 34
9 Storytelling 42
10 Q&A sessions 46
Bringing it all together 50

Audio scripts 52
Key and commentary 62
Additional materials 78
Online feedback forms 94
Acknowledgements 96

3
 Preparing to present

If there’s one skill, above all others, that will help you stand out in the world of
international business, it is the skill of presenting. And the further you progress
in your career, the more likely it is that you will be called upon to present. In
the age of technology and social networking it’s easy to lose sight of this. But
you’ll never have more impact than when you stand up to speak in public. In
professional life, competent presentations are expected. But great presentations
are rare and always remembered.
Mark Powell, Mark Powell Communications

Welcome to Dynamic Presentations, one of a new series of courses from Cambridge

University Press designed to develop excellence in business communication in
English. The complete training package includes this book and CDs, an accompanying DVD
with worksheets and a dedicated website containing further games and activities, feedback
forms and full trainer’s notes. You can access this material at http://www.cambridge.org/elt/
dynamicpresentations.

The secret of successful presentations

Whether you’re pitching one on one to a client, talking a small group of colleagues through
the latest quarterlies or giving the keynote speech at a conference, becoming an excellent
presenter comes down to three things:
This course will help you both prepare and perform. By the
• Preparation end of the course, you’ll know how to start and how to
• Passion finish, what to put in and what to leave out, when to stick
• Performance to your plan and when to depart from it. You’ll have an eye
for visuals and an ear for how to use your voice. You’ll have
a feel for effective body language and the ability to make
facts and figures unforgettable.
You’ll also learn proven strategies for handling any question
your audience might throw at you. And you’ll try out a range of dynamic presentation
techniques as you develop a style that is uniquely yours.
What about passion? Well, that’s mostly up to you! After
If it matters to you,
all, if you’re not fired up about your talk, why should we it will matter to them.
be? But if you’re thoroughly prepared and feel confident
you can perform, you’ll be free to connect with your
audience. And all presentations, no matter how routine,
need to connect. Think about it. If the figures spoke for
themselves, you wouldn’t need to present them! In the
words of poet and biographer Maya Angelou:

‘People will forget what you said. People will forget what you did. But people will never
forget how you made them feel.’

As you work through the ten modules in this course, you should always be thinking how you
can make the skills and techniques your own. If something doesn’t seem to work at first,
it may be that it doesn’t quite suit your style or it may just be that you need a little more
practice. Be prepared to have fun and experiment. By getting your trainer to record you, you
can analyse your performance using the online feedback forms (see page 94).
I hope you enjoy the Dynamic Presentations experience!
4
Presenting and you
Take a few moments before you begin the course to think about your own needs and
experience as a presenter. Tick the comments that apply to you below and see how Dynamic
Presentations can help you to improve.
I can present quite well in my own
language, but I’m not so sure I can
translate that into English!
I don’t have much experience of
giving presentations – even in my own
language!
I know what audiences in my own
country expect, but what about
expectations in other countries?
I mostly just have to present to small
groups in meetings – is that really
presenting?
I sometimes have to address larger
audiences at conferences – don’t I
need a special public speaking voice
for that?
I’m sure I must look so nervous
standing there in front of everyone –
what can I do about that?
I have so much data to refer to and
my bosses expect to get a copy of my
slides at the end.
My greatest fear is of being boring –
how do I keep my audience awake?
I’m not comfortable telling jokes (and
in a foreign language!), but how else
can I connect?
At least I can prepare for my talk,
but when it comes to questions and
answers, I’m up against the audience
alone!
Each module of the course contains the key words,
phrases and expressions you need to present fluently in
English. You’ll also learn some of the special language
patterns that skilful presenters use to create extra
impact.
The course brings together some of the world’s leading
presentation experts to share their insights with you. Full
notes in the Key and commentary guide you towards a
better understanding of how to present.
In many of the modules, business people from different
countries compare what different cultures are looking
for in a presentation. The CDs and separate DVD contain
recordings of presenters of different nationalities in
action.
It’s all presenting, whether to an audience of one or
one thousand, but you’ll want to adopt a different
style. Module 7 on rapport building and Module 9
on storytelling will help you to develop the right
conversational tone.
No, you don’t – you’ll sound artificial. Your natural
speaking voice will do just fine, but you’ll need to use it
in a slightly different way. Module 3 will show you how
to add power and clarity to your delivery.
Relax. Most nerves are caused by fear of the unknown.
But if you know exactly where your talk is going, there’ll
be no nasty surprises! Module 2 will help you here, whilst
Module 6 shows you how to look calm and in control.
Give them a handout instead! And keep your slides
simple and clear. Module 4 gives you tips on designing
visuals and how to avoid data-dumping. Module 5
explains how to make dull figures come alive.
It’s essential to get off to a good start, as that sets the
tone for the rest of your talk. Module 1 offers you some
options here. There are also dozens of incredibly simple
‘tricks of the trade’, which you can learn in Module 8.
There are many ways to connect with your audience
and jokes are at the bottom of the list! Modules 7, 8 and
9 will open your eyes to a whole range of possibilities.
Module 4 tells you how to get the right visual support.
You’re not alone if you’ve rehearsed with a colleague.
And not if you create the right atmosphere with your
audience. Module 10 shows you how Q&A can actually
be a highlight of your presentation.
5
 1A Opening and closing

People tend to remember openers

more than any other part of a
presentation, except perhaps for the
closing remarks.
Andrew Leigh, Maynard Leigh
Associates, www.maynardleigh.co.uk

The secret is: have a good

beginning, a good ending and keep
them as close together as possible!
George Burns, actor and
comedian

1 What’s more important in a talk: how you start or how you finish? Which do you find more
challenging? Compare with a partner.

2 According to communication expert Andrew Leigh, there are four stages to opening a
presentation. He calls these the A, B, C and D of openings. What do you think those letters
stand for?
1 Capture your audience’s interest instantly = A E T N
2 Explain what they will gain from the talk = B N F T
3 Show them you have the authority to speak = C D B Y
4 Give them a route map of the presentation = D R T N

3 Now match the openings below to the stages in 2. There are two openings for each stage.

a b c d
In the 60 minutes it In my 15 years in Somebody once By the end of this
will take me to give Silicon Valley I’ve said: ‘a brand is a morning’s talk you’ll
this presentation, learned quite a bit promise’. But what know how to say
7,000 US businesses about managing happens when that ‘No’ and feel good
will go bust. risk. promise is broken? about it.

e f g h
My presentation What I hope you’ll I was fortunate Today we’re looking
this afternoon is in get from this enough to be part at options A and B.
three main parts. afternoon’s session of the team at VW And I’ll be happy to
Feel free to interrupt is a clearer idea of that developed the take questions at
as we go along. how CRM works. original Golf GTI. the end.

4 What ways are there of capturing your audience’s interest right at the start of a talk? With
a partner complete the mind map opposite, using the phrases in the boxes.